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ABSTRACTS OF ARTICLES OF THE JOURNAL "INFORMATION TECHNOLOGIES".
No. 3. Vol. 25. 2019
E. V. Artyushina, Candidate of Economics, Associate Professor, e-mail: eartushina@mail.ru, D. E. Erschov, Candidate of Economics, e-mail: erschow@mail.ru, National Research University Higher School of Economics (HSE), Nizhniy Novgorod, Russian Federation, Yu. A. Prokhoda, e-mail: juprokhoda@gmail.com, AO "Mediaskop", Moscow, Russian Federation
The Role of Internet Technologies in the Communication Activity of Medical Organization
The article contains key results of a consumer study that identifies the role of modern Internet technologies in the communication process for medical organizations. The results are obtained during the market research, which consisted of three parts and aimed at the formation of the structure of communication environment for medical organization with the assessment of its use effectiveness. The results of the performed consumers study for medical organization presents model that describes the way of searching and selecting a medical centre by a customer. The model highlights 6 key groups of sources of information that are important for costumers. These are recommendations of existing users received in a personal conversation, by phone; recommendations of existing users received on forums, discussions in social networks; recommendations of doctors; website on the Internet; advertising (TV, radio, Newspapers, magazines), accommodation nearby. Also the model highlights 10 groups of parameters that influence the final choice of the medical organization. These are recommendations of existing users of the medical center, friends; recommendations of doctors; reputation of the medical center; convenient location; high level of service; price for services; specific specialist; qualification of doctors; uniqueness of the services provided; advertising. Taking into account the results of the study, the full map of the communication environment of the medical organization is given. The results of the study can be implemented by Russian medical organizations.
Keywords: internet technologies, communication activity, information, communication environment, medical organization
P. 179–184